As you may have seen in my recent posts, I recently decided to rebrand my company. That decision was one that has helped me better understand what many of my clients go through during the rebranding process. One area that particularly stood out was the content that brands create, and I thought it might be helpful to others to go over some of my thoughts about what it means for content to be “on brand.”
Content that is on-brand should do several key things
There are lots of things that the content you create is intended to do. Helping you bring in more leads is just one of them. However, it’s vital that the content you’re creating is consistent with the brand guidelines that you’ve worked so hard to establish. Some indicators that your content is on-brand are:
It doesn’t focus on your products or services
But wait for a second! Isn’t content supposed to help readers understand your products or services? You may be shocked to learn that on-brand content does NOT typically focus on products or services. There are other types of content marketing tools for that. Instead, branded content should be informing people about your brand and helping to build trust in potential customers.
It appeals to the emotions
We’ve all read content that is dry and unemotional. It didn’t really spark your interest in whoever created that content, did it? That’s why content that’s consistent with your branding should appeal to your readers’ emotions. Connecting with your audience on an intimate, emotional level can help them feel more comfortable with your company, This can often translate into an increased willingness to become your customer.
It isn’t invasive
Do you hate invasive marketing tactics like pushy TV ads or ads that pop up every time you open a website? Your potential customers do, too. That’s why on-brand content seeks to be noninvasive. Instead, your content should be informative and entertaining, which is aimed at getting people to voluntarily read or watch your brand’s content.
It generates a buzz
Going viral. It is the holy grail of today’s individuals, but it should also be something that you want for your branded content. That’s why branded content should be created in forms that are easily shareable. This allows people to share your content on social media and other platforms. That way, one reader has the potential to snowball into thousands, which increases your company’s exposure.
Need help creating on-brand content for your business? Heart & Hustle can help
After going through my own rebranding, I have an increased knowledge of all the things companies need to do to successfully rebrand. For instance, I know that you will need to ensure that the content you create after your rebranding is consistent with the tone, voice, and style of your updated brand.
Do you have questions about how to create on-brand content for your company? Let’s chat.
About the Author
Stacey Harrison is the lead brand strategist and designer at Heart & Hustle Brands and has provided creative direction for healthcare, industrial, and financial services brands for 20 years. She started Harrison Creative Group in 2017 to serve businesses that need a professional brand image on a budget. In 2021, the company rebranded to Heart & Hustle Brands to walk in the shoes of clients that experience a change of name or brand refresh.
